My friend has just received his e-cigarette in the post and is really pleased with it. It gives off no offensive clouds of smoke and he can puff on it (like a normal cigarette) and exhale something that looks like smoke. Just to test out its offensiveness he puffed it in his friend's face, and said friend replied that it hardly smelled at all.

I think the juice/liquid he's using is American tobacco - not a heavily scented fruit variety.